Breakfast is often hailed as the most important meal of the day for physical health, and it appears this adage holds true for businesses as well.
In the UK, an increasing number of restaurants are capitalizing on this trend by offering visually appealing breakfast plates.
From decorated avocado toasts to hearty full English breakfasts, these establishments are drawing in customers eager to start their day in a trendy spot.
One prime example is The Breakfast Club, a popular chain that recently reported its best trading in a decade.
The chain’s earnings before interest, taxes, depreciation, and amortization jumped by 40 percent to £2.8 million during the year ending in March 2024.
This growth is partly attributed to the opening of four new locations, marking the most accelerated period of growth in the company’s history.
James Hacon, Managing Partner at Think Hospitality Consulting, explained that the demand for breakfast menus is driven by Gen Z’s shift away from alcohol, opting for more sober social activities instead.
This trend is not limited to The Breakfast Club.
Other popular chains, such as Wagamama, have introduced brunch menus to meet this increasing demand.
Wagamama’s Innovative Brunch Offerings
Wagamama’s brunch menu includes breakfast bao buns and bang-bang hash browns.
Kay Bartlett, Chief Marketing Officer, mentioned that this move is a response to consumer demand for all-day dining options.
The decision to open Wagamama restaurants at 8:30 AM involved significant effort and dedication from their teams.
Even Nando’s fans have expressed excitement about the chain’s breakfast offerings at Gatwick Airport.
While Nando’s does not offer breakfast at all locations, the introduction of a morning menu at this busy airport has been well-received.
Upscale restaurants are also joining the breakfast trend.
Selfridge’s Jackson Boxer at The Corner and Mayfair’s Barely Mow have both introduced breakfast menus, featuring items like oysters and full English plates.
James Hacon highlighted that serving breakfast can be a powerful tool for economic growth for restaurants.
More people are choosing to eat out in the mornings, making breakfast an underserved mealtime with significant potential rewards.
Strategic Breakfast Offerings
Breakfast menus can drive business growth by catering to different demographics and increasing customer traffic.
Items like pastries, juices, and coffees offer better profit margins due to their lower ingredient costs and labor intensity.
Independent restaurants are also recognizing the benefits of opening earlier.
Carina Contini, owner of Edinburgh’s Contini, noted that breakfast has always been a vital part of their strategy to connect with the community and build loyalty.
Conclusion
The breakfast boom is transforming the dining industry, with both national chains and independent restaurants reaping the benefits.
By extending their offerings to include breakfast, these establishments are tapping into a new customer base and driving business growth.
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